A recent survey* of about 1,100 U.S. adult smartphone users sheds some light on why mobile is essential for all business sectors:
Two-thirds of smartphone users say a mobile-friendly site makes them more likely to buy a company’s product or service, and 74% say they’re more likely to return to the site later. “Mobile is creating massive opportunity,” says Jason Spero, head of Google’s global mobile sales and strategy.
More stats.: 61% say that if they don’t find what they’re looking for (probably within about five seconds), they’ll click away to another site. Half say that even if they like a business, they’ll use its site less often if it doesn’t work well on a smartphone. This means you’ll lose customers at the moments that are driving purchase decisions if you don’t have a site specifically made for mobile devices.
72% of users say a mobile-friendly site is important to them, but almost 96% have visited sites that aren’t mobile friendly. When you offer users a desktop experience on their mobile device, it’s frustrating to them.
Google’s advice: Create a fast mobile site with big buttons and text, keep steps to complete tasks to a minimum, and promote the site with mobile ads for the two-thirds of people who use search to find a site.
As of April 21, 2015 Google will be expanding their use of mobile friendliness as a ranking signal.
“This change will affect mobile searches in all languages worldwide, and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.“
Luckily, Google offers us a free tool to determine if your website is mobile friendly. Type your URL into the search box at www.google.com/webmasters/tools/mobile-friendly/ to see how Google sees your site and to learn more about mobile-friendly pages. If your site doesn’t pass the test, you know who to call!
*Sterling Research and SmithGeiger
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